Dubai-based retail conglomerate Al-Futtaim Group has decided to add a new international home improvement brand Homeworks to its portfolio.
Later this year Al-Futtaim will launch Homeworks in Jeddah, Saudi Arabia and Cairo Festival City, Egypt to be followed shortly by Riyadh.
The retail group has hired London-based creative agency Dalziel & Pow to create a new brand identity, develop a graphic language for the brand and define the store experience ahead of launching the stores.
Growing interest in do-it-yourself and home improvement, higher disposable income within an increasing middle class and demand for a more organised western retail model drove Al-Futtaim to develop Homeworks for the MENA region.
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